About Us
Wilful is dedicated to bringing Indian superfoods to the forefront of global health. Our goal is to replace everyday food choices with healthier alternatives, without sacrificing taste or convenience. We want to take what’s been forgotten in Indian kitchens and reintroduce it in a way that resonates with modern consumers, not just in India but around the world.
As we see it, Indian traditional foods deserve to be celebrated. Why should global markets be dominated by imported Western alternatives when India has a rich heritage of health-promoting ingredients? At Wilful, we combine the old with the new, the traditional with the innovative, and the local with the global to create a product range that is truly one of a kind.
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Brand Story
Our Story
It started with a spark—two friends, over late-night chai, realizing something was wrong with India’s food story. Fresh out of university in the UK, we found ourselves questioning why artificial, processed foods were replacing the rich, wholesome traditions we grew up with.The more we talked, the more we realized something was off in India’s food story.
Back home, the rich, wholesome traditions of our cuisine—the essence of India—seemed to be slipping away. What happened to the land of spices, superfoods, and meals cooked with love? It was hard to ignore how modern shortcuts and questionable practices were taking a toll on health and happiness.
Our Mission
Our mission is simple: to bring about a lifestyle transformation inspired by the timeless wisdom of our ancestors, blended with modern nutrition science. We want to empower individuals and families to make conscious, healthier choices that effortlessly balance tradition and today’s fast-paced world.
Our Vision
We also realized something important: India doesn’t just need better products. It needs better food awareness.Our ancient foods, once celebrated for their nutrients and healing powers, have been overshadowed by modern junk. It’s time to reclaim India’s legacy of mindful eating
